Index About the Brand About the Sub-Brand Design Brief
1-2 2-3 4
ROYAL DESAI i Inspiration Board Forms & Designs Final Designs
5 6-7 8-9
COSMOS STALWART Inspiration Board Forms & Designs Final Designs
10 11-12 13-14
BLACKHEAD BEAUTY Inspiration Board Forms & Designs Final Designs
15 16-17 18-19
SILVER BOW Inspiration Board Forms & Designs Final Designs
20 21-22 23-24
THE GOLD AFFAIR Inspiration Board Forms & Designs Final Designs
25 26-27 28-29
Amrapali Jewels Amrapali Jewels, is a jewellery house founded in the year 1978 by Rajiv Arora and Rajesh Ajmera in Jaipur. Amrapali designs, produces and distributes tribal, fine and uncut gemstone jewellery. Amrapali Jewels has caught the attention of the world by delving into the rich heritage of Indian craftsmanship. Old pieces of jewellery from the remote interiors of the country are collected and with this tribal and ethnic silver jewellery as a base, new designs are created using time- honored handcrafting methods. Amrapali’s collection use elements of the ethnic Indian jewellery and revived the traditional jewellery making methods, in order to create a distinct design language. They apply methods used by ancient craftsmen, designers and silversmiths to their products, absorbing and combining the many rich traditions of India.
Brand Name
The name came from a renowned royal courtesan that lived in ancient India in 500 BC. and was known to be a timeless symbol of grace, beauty and legend. Inspired by her beauty and art, their creations are synonymous to the finest in Indian Culture.
Foundation
The concept was born from the fascination that Rajiv Arora and Rajesh Ajmera held for Ancient India, as it was the focus of their graduate program. Arts and crafts are an invaluable part of our country’s heritage. Their revival to former glory was imperative to prevent the skills from being lost for posterity. They took the task of showcasing the world the exclusivity and magnificence of traditional forms of Indian jewelry making.
Craftsmanship
Each piece that comes from the workshop is undeniably exclusive. A team of 11-12 designers and 4-5 interns work together with the traditional craftsmen. Over 2000 craftsmen are being employed. With every piece being handcrafted, the brand makes more than 250-300 pieces every month.
Growth
It has stores across the globe with 38 established points of sale across India and 6 foreign countries. In 2013,it launched it’s e-commerce website & ships to over 220 countries. It has stores in Jaipur, Mumbai, Bangalore, Jodhpur, Chennai, Neemrana, Hyderabad, Khimsar, Udaipur, Kolkata and Ahemdabad in India.
Conclusion
With a matchless design aesthectic and celebrity patronage galore, there is a little doubt that Amrapali is the foremost jewellery houses across the globe.
• FINE JEWELLERY
Handcrafted in their workshops in Jaipur with precious and semi precious stones. Only one of each is created, so each design is exclusive to its owner.
Tribe by Amrapali In 2013,it launched it’s e-commerce website, www.tribebyamrapali.com. Now, it has become easier and quicker to acquire contemporary, experimental and constantly updated designs from the brand, but intrinsically Amrapali, they continue to be pieces generations will covet.
• CHANDRIKA
Inspired by tribal jewellery, mythical creatures and miniature paintings, the collection is a beautiful mix of the old & new.
Combining the core essence of the mother brand ‘Amrapali’ with an experimental design philosophy to create contemporary and affordable designs; primarily silver and gold-plated silver.
Collection There are 5 collection range for the brand :
• MANISH ARORA FOR AMRAPALI
It is very bold and colorful and is actually dedicated to the Indian royalty. With its eye-catching graphics, Peruvian patterns and blasts of colour, the new collection is a sugar rush to the jewellery industry
• ONLINE EXCLUSIVE
Their first ever collection of Luxe Fashion Jewellery, exclusively available on Tribe by Amrapali.
Styles There are briefly 4 basic styles that are sold :
• TRIBAL • TRIBAL-POP • CONTEMPORARY • CLASSICAL
• SILVER JEWELLERY
Ethnic and pretty, this collection can complement Indian ethnic wear like sarees and suits. Including the Tribal collection by Amrapali has some unusual and unique designs.
* All the jewellery is silver-based , therefore making the pieces a little pricey as the rate of Silver is Rs 36.4/=
Design Brief Product Range • Earrings • Statement Neckpieces
No. of Designs 5 design per product
Materials to be Used Silver or gold-plated Silver, with or without semi-precious stones or enamelling
Price Range Rs. 3,000 to 40,000
Target Clientele Women , Age group - 18 to 30
Style Range • Tribal
Color Range Bold or Colorful
Inspiration Board
forms & designs
royal desai The inspiration taken here is the Rabari Tribe. The Rabari, also called the Rewari or Desai, are an indigenous tribal caste of nomadic cattle and camel herders and shepherds that live throughout northwest India, primarily in the states of Gujarat, Punjab and Rajasthan. Today only a very small percentage of Rabari are truly nomadi. Rabari’s have 133 sub casts, the majority of which are Hindus who worship Mata Devi, the great mother goddess of India. Unsurprisingly, the Rabari’s social structure is matriarchal, with women conducting the majority of their business affairs, while men are in charge of the animal herds that form the only true Rabari assets. The Rabaris are known for their distinctive art, particularly the mirrored and whitewashed mud sculpture-work that adorns their homes and villages. Rabari women are responsible for this artwork and also traditionally spin the wool from their sheep and give it to local weavers to make their woollen skirts, veils, blankets and turbans.
final designs
silver bow The inspiration taken here is the Bhil Tribe. Bhils belong to the race of the pre-Aryans. The name ‘Bhil’ is derived from the word villu or billu, which according to the Dravidian language is known as Bow. Bhil women wear traditional saris and the Bhil men wear loose long frock along with pyjama. The peasants wear turbans. Bhils also wear brass ornaments. Bhils are tall, well built with the handsome features. They are known for their truthfulness and simplicity. hey are brave and their National weapon is bow made of bamboo. Earlier they were the great haunters. Bhils strictly follow rules and regulations. They have village headsmen, who deals with their disputes. They marry only in their own classes. Their close relationships are tightly based on mutual love and respect. They have rich cultural history and gives much importance to dance and music. Ghoomar is the most famous dance among the Bhils. Bhils are highly superstitious tribal people Most of them worship local deities like Khandoba, Kanhoba, Bahiroba, and Sitalmata. Some of the worship Tiger God called ‘vaghdev’.
final designs
The inspiration taken here is the Limbu Tribe. The name Limbu is an exonym of uncertain origin. Anyhow the word Limbu roughly means or translates as an archer or ‘the bearer of bows and arrows’. They call themselves Yakthumba/Yakthung (in Limbu language). Unlike the caste systems brought forward to Nepal region since the Hindu invasion, social discrimination or caste system is not practised among the Limbu people and Limbu sub-groups, however there are numerous different clans and sects. Limbu language has its own unique evolution of Tibetan and Devanagiri writing system. Limbus have a number of their own rituals. They worship by means of blood sacrifice. They believe that lineage divinities are not transmitted patrilineally. Rather, a woman inherits her mother’s gods and when she marries and lives with her husband, she brings with her the deities that will then be recognized as the gods of the Household. Every time a bad thing or feeling is caused by the man, he will have to be washed clean of it. There are also forest deities that inhabit the area. Limbu bury their dead and observe two to three days of pollution;
the gold affair
final designs
cosmos stalwart The inspiration taken here is the Baiga Tribe. The Baigas mainly live in dense forest and hilly regions of Mandla, Dindori, Shahadol, Umaria, Balaghat and Amarkantak in Madhya Pradesh. They are considered as an offshoot of the Bhumias of Chhota Nagpur. The Baigas consider themselves to be servant of the earth and the king of the forests. Baiga Tribesmen say that it was, is and always will be their Kartavya, (duty in this life), to live close to Mother Nature, protecting Her from destruction. They Baiga lifestyle is very simple and their houses are also not much adorned. Their houses generally consist of a single room and there is a Parchhi adjoining it in the front. There is a courtyard in front of the Parchhi, a hedge of sachcher woods is created around the house which they call Parda. Living amidst green Sal forests the Baigas wear very simple clothes which are generally white. Their aesthetic sense has a very special profundity, having no room for glamour or refulgence. They Baiga women are so much fond of tattooing they get every part of their body tattooed with large figures in detail.
final designs
The inspiration taken here is the Konyak Tribe. The word ‘Konyak’ is derived from ‘Kaonyak which means ‘blackhead’ or ‘human’. Situated in eastern Nagaland in northeastern India, the Konyaks like to live in mountain tops, maybe because of the hot days. There is no written record of their history and scholars depend mostly on myths and legends. The very social system of the Konyak is dependent on the hereditary Kingship or Wangship. Each village is ruled by a king, the Angh, who has ultimate authority. He can marry more than one woman, however only the queen’s son can be the heir to the kingship. This custom of killing enemy and bringing the head was indicative of courage & pride in the past. The belief among our forefathers was that some magical power was there in the human skull. The tattoo design-making was painful but the men and women in the past accepted it for it was something like a status symbol.
blackhead beauty
final designs
Khushboo Choraria F&LA 2014-18 Roll No. 11